2019 Shortlist

JCPenney Style Stories

Entrant Company: Bleacher Report

Finalist
  • Best Branded Content or Series
JCPenney Style Stories

How does entry represent “Excellence in Engagement”?

This campaign, STYLE STORIES, is an exclusive, always-on platform that seamlessly embedded JCPenney into the cultural stories our community craves. More than a typical episodic series, STYLE STORIES came to life as a multi-faceted content experience that B/R and JCPenney built together. In the videos we dive into the personality and backstories of our athletes and influencers, using STYLE as the unifying narrative thread. The platform is comprised of multiple content franchises that helped JCPenney maintain a consistent dialogue with our millennial community. Our JCP campaign is generating more average cross-platform video views and engagements than the average cross-platform post on all of our competitor handles. These competitors included GQ, SportsCenter, VICE, Complex, Esquire, and more.